Testing to Quiet the Naysayers

The pack asks donors to send back the toothbrush, each of which costs the charity [2 pence] to buy, with an extra donation to help fill a bag for a runaway child.

The charity has now sent out eight versions of the mailing, recording an average response rate of 3 percent. Although rates are dropping — currently hovering around 1.5 percent — in terms of ROI, the charity says the pack is still worth it.